The UAE Lottery is the first gaming project in the United Arab Emirates to receive a federal licence. The GCGRA regulates the enterprise’s activities.
The raffle platform is managed by The Game LLC. Its Director of Lottery Operations, Bishop Woosley, spoke about the key company achievements, promising initiatives, and partnerships that shape the future of UAE gambling.
Casino Market offers consultations on the nuances of working in different jurisdictions and develops turnkey niche projects.
Initial Reaction to the Raffle Launch
According to Mr Woosley, the public response has exceeded all expectations. Since its official debut in November 2024, the enterprise has accepted bets from 500,000+ registered users, with around 60% of them winning prizes.
Among the largest rewards were:
- AED 100,000 (about $27,000) to 140 customers;
- AED 1 million (nearly $272,000) to 3 participants.
The Director is confident that the rapid influx of audiences indicates a high demand from the local population for safe, responsible, and exciting lottery experiences. The specialist said a growing database of regular, active clients is confirmation of the local market’s readiness for new entertainment formats. His organisation is ready to offer a large number of interactive, compliant products that adhere to responsible gambling principles.
The company’s extensive portfolio includes various titles:
- Pick 3;
- Marble Run;
- Lucky Lagoon.
WLA Recognition as a Sign of Trust
Membership of the World Lottery Association has strengthened The Game’s international reputation. It has become the best confirmation of its solutions' compliance with global standards of quality, fairness, and security. Joining the WLA enables the sole federally certified raffle operator in the Gulf region to collaborate with 150+ authorised niche brands and 70+ suppliers directly.
The enterprise has made significant progress in:
- promoting the principles of psychological well-being;
- fostering a balanced approach to lottery participation;
- providing support to vulnerable groups of the population.
Mr Woosley believes that ties with such a large organisation are key in shaping the long-term strategy. His company’s mission is to ensure responsible gaming, which aligns with the Association’s standards. This membership has also opened access to advanced tools for customer protection and effective risk management.
WLA recognition has provided The UAE Lottery with significant benefits, such as:
- international assistance and support in combating the shadow market;
- assistance in strengthening the corporation’s internal security protocols;
- constant incentive to develop in accordance with global standards;
- access to world-class services with the ability to adapt them to the cultural context.
Strategic Partnership with EQL Games
The multi-year agreement with the renowned provider enables the integration of top proprietary products and the titles from an extensive network of over 20 major global partners.
A distinctive feature of EQL’s content is its emphasis on relevance. The developer quickly and successfully adapts its mechanics and themes to the needs of the local audience. The examples of the Lucky Lagoon and Marble Run projects clearly demonstrate this fact.
Mr Woosley said the partner has been a perfect choice from the very beginning due to its impeccable reputation and vast experience. The Director has personally witnessed these strengths during joint projects in the US.
The supplier combines strategic clarity with high speed of implementation: one of the latest integrations in Pennsylvania was completed in just 120 days. The producer consistently delivers high-quality content from associate studios, providing the audience with rich and dynamic user experiences.
Daily Pick 3 Draws: Details of the Launch
The project has become a great tool for expanding the offer and increasing high-frequency engagement. The need for a more regular format was identified during the first 6 months of work in the segment. Previously introduced raffles were a huge success, but The UAE Lottery’s players needed additional entertainment.
Mr Woosley listed the product’s specifics:
- 3 levels of rewards;
- suitability for a broad audience;
- a low session-entry threshold of only AED 5;
- an understandable, accessible, and targeted nature.
The launch exceeded all expectations. The novelty immediately became a fan favourite and generated record daily activity, attracting a diverse range of user groups. Due to customers' demand, the operator has prepared an expanded roadmap, which includes several new regular-draw releases.
Innovation in the UAE Cultural Context
Technological trends are The Game’s main driving force, but they are always balanced with:
- responsibility;
- compliance standards;
- a deep understanding of social traditions.
Leading experts from around the world collaborated to develop local products. The company managed to organise a well-structured sales network with a variety of lottery formats and consistently high audience engagement. At the same time, the enterprise’s team never forgets about the changing demands of younger players and is open to bold technological experiments.
Mr Woosley noted that his corporation creates solutions that are not only entertaining but also reflect local preferences and seasonal features. This balance between creativity and cultural relevance has become a solid foundation for sustainable and long-term growth.
Operator’s Further Prospects and Plans
The company is already preparing a large pool of updates:
- In the near future, it is set to expand its presence in retail outlets to provide tickets to all regions of the country.
- In the digital segment, cooperation with EQL Games will continue. The pipeline includes the launch of lotteries and physical scratch cards with values in the range of AED 5−50.
- Another goal in 2025 is to expand the capabilities of the Lucky Day flagship product. The main prize will be increased to AED 100 million, and 7 lucky winners will receive AED 100,000 each.
Mr Woosley emphasised that his team is doing their utmost to provide rich, accessible, and exciting user experiences. At the same time, the staff always adhere to the principles of transparency, security, and responsibility.
Feel free to contact Casino Market’s managers to learn more about working in the UAE and to launch a turnkey gambling business that will be both profitable and compliant.
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